Above, from top Bamboo Stripe. The new-generation underwear. Evita cami and boy short.
Jockey launches its new spring–summer 2010–11 New Look collection with its ambassador, newly engaged hockey star Honor Dillon.
Jockey claims the New Look range takes its brand beyond its everyday basics, promising innovation and ultimate comfort with new versatile shapes and fabrics.
Due to the downturn in the economy, consumers are saving their money and buying more practical items which will last longer. Brands like Jockey need to survive this recession with promotions and marketing to keep their customers interested in their brand. They do this by originality, price competitiveness, eye-catching retail strategies on TV, in shop windows and innovative marketing through celebrities, chain stores and on the internet. There is also a new trend to promote environmentally sustainable clothing so the buyer can feel good about their purchase.
The trends for this spring–summer have an emphasis on the waist with vintage high-waisted briefs, textured fabrics and a variety of trims. There are several stronger looks for this year focusing on glamour and excess, animal prints, structure, suspenders, corsets and architectural lines. Colours vary from tones of stone, inky blues and purples, red, grey and ecru-ombres. Jockey is only part of this market and is not going to start putting lace and ribbons all over its New Look range and change its market dynamics, but it still promises to give us the trends for this season.
This new season is not so different from the last seasons of Jockey. The briefs are available in bikini, boy-leg, high-cut and full brief, with the same colours of pink, beige and black. The new ‘miracle’ brief with lightweight fabrication stretch silicon ribbing, silky smooth and seam free legs guarantees itself to be a perfect fit, more comfortable and better with performance.
Apart from its new generation ‘miracle’ underwear, Jockey has launched a ‘European’-inspired range called Evita, which means life in Hebrew. Made from modal (reconstituted cellulose) this also promises to be super-soft next to your skin and has a delicate lace detail for a sensuous sophisticated look, available in cami (NZ$39·99), boy-leg or bikini briefs for (NZ$19·99) in black, white and red.
Due to popularity, it is relaunching some of its best-sellers from the previous years. Jockey’s signature Bamboo stripe range and Parisienne range have been rephotographed on Honor Dillon, of course. They come in their classic colours from the previous year, and a pink and floral print. The bamboo stripe range comes in blue, which is also ultra-comfortable.
If what you need is functionality and comfort with basic colours, then a good stop would be Jockey.—Morgan Davison
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